Brand watch Pepe Jeans
London-based designer Nitin Shah and his brothers started Pepe Jeans London in
Portobello Market in 1973; today, its fans include Ashton Kutcher and Jason
Priestley. The brand has a reputation for innovation, developing the first
non-shrink raw denim and a chemical-free collection, Tru-Blu.

Although it is now in Spanish hands, the label is marking its British
heritage by launching a casual range with Cambridge University, featuring
polo shirts, collegiate cardigans and T-shirts, £35, bearing the Cambridge
badge. A blazer is £150 and the shorts, £70 (pepejeans.com).